Authors: Nwabueze U.; Law Z.C.

Source: Journal of Product and Brand Management, Volume 10, Number 6, 2001 , pp. 382-395(14)

Publisher: Emerald Group Publishing Limited

Abstract:

Owing to intensifying competition and changing trends, the process of new product development has become increasingly important to competitiveness in the brewing industry. Consumers are now demanding more innovative products, thus requiring brewers to find better and quicker ways of introducing new products. This paper through the use of two case studies, aims to capture the essential attributes of new product development in the brewery industry.

Keywords: New Product Development; Brewing Industry

Document Type: Research article

DOI: http://dx.doi.org/10.1108/EUM0000000006208

Publication date: 2001-10-10

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